DaimlerChrysler Corp.: Engineered To Be Great Cars campaign

Automobile advertising has historically constituted not only one of the most visible but also, in sheer dollar volume, one of the largest aspects of the marketing industry.

DaimlerChrysler Corp.: Engineered To Be Great Cars campaign

Judson Knight

OVERVIEW

Automobile advertising has historically constituted not only one of the most visible but also, in sheer dollar volume, one of the largest aspects of the marketing industry. Thus in the 1990s Chrysler, which in 1998 merged with German automaker Daimler-Benz to create DaimlerChrysler AG, had an advertising budget of $1 billion. This certainly dwarfed the budgets of most companies, but even the amount it dedicated to its Chrysler line in 1998—as opposed to other lines such as Plymouth or Jeep—was impressive at an estimated $200 million. Michigan agency Bozell,...

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